ON24 transforms webinars into #1 source of pipeline for global technology brand

The Global Campaign Manager, had always wanted to use ON24 throughout their career. When they joined the technology organization as a new team member, they were excited for the opportunity to build out the organization’s webinar strategy knowing that they had a platform that was innovative enough to support an integrated vision and robust enough to operate at scale.

The first issue to tackle was to integrate their webinar programming with their other team’s campaigns rather than as a siloed channel.“When I came in, I thought we were missing a huge opportunity to bake it into our marketing ecosystem,”

In addition to making webinars part of their integrated marketing mix, the team needed to quickly ramp up the frequency of their webinar execution. At the time of joining, the organization was only producing one webinar per quarter. So, they set out to rapidly scale up webinar programming to help the organization create more awareness, increase the quality of engagement with prospects and customers and generate pipeline.

Moving to regular webinar series would help the organization form a stronger relationship with their prospects and customers, both increasing reach and deepening the quality of engagement. A regular webinar cadence was also key to creating more pipeline and reaching elevated targets.

The goal was to go from one webinar a quarter to one per month, without adding any more resources to her team. And, they felt that the data from webinar engagement could help the team better understand where prospects are in their decision-making process, identifying which need more education and those that are ready to meet sales.

To deliver on the first goal of tripling their webinar execution, they built out an annual plan for their webinar programs in alignment with the larger content marketing strategy. Then defined the goals and decided on a series of best practices topics to share subject matter expertise.

Then, with ON24, they were able to think about goals, and then build out the right webinar branding and type of audience interactions that would support the target set out to hit. For example, the team incorporated calls-to-actions within webinar experiences that drove to their CRM automatically so that the sales team couldimmediately prioritize leads with the greatest amount of interest in meeting. This capability helps to improve conversion rate to meetings in prospect events as well as drives audiences to relevant content for more education.

Once the experience was designed, the team was able to save it as a template so that she could automate webinar creation moving forward. And, with the foundation for scale in place, they used the ON24 library of engagement and conversion tools to experiment and optimize her results. One recent addition that boosted engagement was incorporating interactive polls and surveys within the experiences to keep attendees engaged throughout the experience.

With webinar templates in place, the team could also solve the challenge of passing webinar engagement data to sales through an integration with Salesforce CRM and Pardot. After a one-time configuration, ON24 data is passed directly to sales for nearly instant follow-up. This helps the team accelerate their speed-to-lead and remains an active source of insights even when attendees are engaging on-demand.

Because ON24 experiences remain interactive in on-demand format, the team utilize them as content offers in other channels. Now, this global technology organization as a whole looks at webinars as a key source to generate leads, data and content. Her content marketing team will take webinar content and use the transcript to create infographics, newsletters and blogs.